Insights, Strategy & the Idea
The Toyota recall crisis was seriously eroding Toyota’s reputation. Toyota had been the U.S. Hispanic market leader since 2004. We thought that we would have a great opportunity to reverse the negative slide in perceptions by starting a positive conversation by motivating Toyota loyalists to advocate for the brand during the World Cup. Those who were having doubts about Toyota’s reliability would be reassured when they saw so many Latinos standing behind the brand. Pairing this reasoning with the cultural insight that Latinos tend to openly express pride for their heritage whenever possible would lead us to the solution. We created stickers that our fans could put on their cars to express pride for their heritage and for Toyota. Nearly a hundred different types of decals were created under the form “There are many______, There are many Toyotas.” The phrases included all Latino countries and specific regions within many of those countries.

Creative Execution
The radio spot run during the US broadcast of the World Cup football games. The sound of the vuvuzelas was the characteristic sound of the broadcast, so the spot was integrated to the transmission in a seamless way. It sounded almost like we were using the actual sound of the game as the background noise for the spot.
Street teams offered the decals to Toyota owners in New York, Los Angeles and Miami and a camera crew documented the events. These actions originated a 360 campaign.

Results and Effectiveness
More than 390,000 stickers have been ordered through Facebook only and thousands more have been distributed in the streets.
The Facebook page has more than 48,000 fans. To put this in context, other major companies marketing to Latinos have only reached about half the number of fans.
In only four short months since its launch, the campaign reversed the negative trend the brand was falling into. According to Toyota’s Hispanic PR Tracker: • Favourable opinion of Toyota improved 13 percentage points • Consideration for Toyota vehicles increased 8 percentage points